PFW Photo Diary: 48 Hours With Baja East
Founders Scott Studenberg and John Targon let us hang out with them in Paris, from grabbing wine at the market to partying with Yeezy. Vive la France.
The boys of Baja East, John Targon and Scott Studenberg, are beginning to get a cult following for their brand of lux cashmere hoodies and caftans, and funky relaxed unisex pants and blazers, in just one year. Already sold in Maxfield, Barney’s and on Net-a-Porter, amongst others, the high-end, comfy-cool styles of Baja East are making waves on and off the runways.
Just as charming as one of their cashmere eye-masks are the brand’s co-founders: Targon and Studenberg are a zany, endearing combo of fashion fun. The design duo gives Pret-a-Reporter a 48-hour look into their world during Paris Fashion Week – from show-room appointments to partying with Kanye West.
"On our first full day in Paris we grabbed a quick coffee and baguette sandwiches for breakfast and ran back to our gorgeous living quarters decked with antique 17th century antiques, which is also our showroom that we're sharing with our friends Laura and Kris Brock of Brock Collection. We popped on our Throwback Hip Hop Mix (Xscape, Monica, Jagged Edge, Tamia, Tevin Campbell, Faith Evans, Ginuwine, etc.) on our BEATS Pill, and our day began..."
“Vanessa Traina, fashion consultant, stylist and co-founder of the Line, popped by to see The Brocks and Baja boys, and was decked in this uber chic knit fitted-but-draped navy long sleeve dress. Our head of production, Seulgi Choi, went from trying on strapless bustier Brock Collection to raw edge cashmere crop tops & sweats in BAJA EAST. Seulgi moonlights as our showroom model.”
“Lawren Howell, a West Coast editor at Vogue was one of the many editors who stopped through to see our collections. We LOVED her day dress paired with men's flats and she LOVED our BAJA EAST cashmere eye masks and peruvian cashmere wraps.”
“Ran to the market to grab vin (wine), bottled d'lo (water), fresh legume (fruit and vegetables), charcuterie and fromagge (meat and cheese)”
“Still exhausted from jetlag and market appointments — we grabbed our BAJA EAST cashmere eye masks and blankets and took a quick midday nap.”
“Our dear friend Sarah Stewart, buyer at Maxfield, came over for a home cooked dinner (that we ordered in/picked up because we were exhausted) that we've started to do every season in Paris. John and I worked with her for years when we were sales directors at Lanvin and Celine, and got to catch up over Italian and red wine with the Brocks, but not too much red wine for Laura — she's 7 months along with baby Charlie ;) After we had our fill, she checked out our collection as well as the Brocks.”
“I'm not sure how we had the energy, but we made our way to meet our friends Dawn and Denise of A'Maree's at Pierre Hardy's Disco Party, hosted by Laure from The Webster in Pierre's home. Kanye [West], Kim [Kardashian], Travis Scott, Theophilus London stopped by and caused a scene... Giovanna Battaglia was there as well. We got to thank her for shooting us in Vogue Japan. It was her Birthday. Oh and we got to hang with Pierre and grabbed a photo with him. He is SO SWEET! In fact, we had SUCH a good time, we were one of the last ones off the dance floor.”
“Woke up with a Pierre Hardy Party hangover, when one of us (John) woke up with sequins stuck on their arms from the night before. To recover we went to Cafe Flore (directly below where we're staying) and ordered coffee and les omlette to save us from ourselves.”
“We walked Julie Gilhart through our collection and then through the Brock's. Through conversation, we realized Scott was the only one who wasn't a Parsons alum or on it's board in the room.”
“Another buying appointment, this time with Saks Dubai - they LOVED the bird cady that we introduced this season and our more pure white and cream knit and silk story.” *PHOTO
“Took some time out to check our emails on our terrace (thank god for a mobile office) followed by our daily nap...enough said.”
“WSJ's Christina Binkley tweeted "Chloe Does Baja East" during the Chloe PFW show — we died.”
“Ikram Goldman, who carries our collection in Chicago, threw her seasonal post-Givenchy-show dinner at RATN, our favorite Indian food in Paris! For once, we were the first ones there (shocking!) so we got to eat right away without fighting for a seat to dine outside OR our Naan and Tikka Masala. Scott also was able to convince a waiter to make him hot tea for a caffeine boost to get him through the night ;) We chatted it up with our colorful friends Mickey Boardman, Drew Elliot (both of Paper), Mark Holgate and Lynn Yaeger to hanging with our friends who run the sales for Celine and Margiela. Got to see some of the other stores who carry BAJA EAST, like Brian Bolke from Forty Five Ten, Sarah from Maxfield and Dawn and Denise from A'Maree's. The party quickly overflowed into the street and next thing you know we were drinking in the street with Jewelry designers like Mark Alory and Aurora Lopez and met these AWESOME sisters from London who were in these sick outfits they designed. Their collection is called FAYE TOOGOOD. LOVE and WANT TO WEAR IMMEDIATELY.”
“Ended our long day with a nightcap where we started with Seulgi and The Brocks in our stunning living room fully exhausted — #shehashadit.”
Photos courtesy of Baja East